South Africa's Bid for the 2004 Olympic Games as means for international unity and international awareness

Masuku, Philile (2004-12)

Thesis (MA)--Stellenbosch University, 2004.

Thesis

ENGLISH ABSTRACT: Mega-events such as the Olympic Games have emerged as one of the most significant features of the global era. Not only has the number of participants increased, but also the hosting of these events has been seen as an opportunity for countries to externally market themselves, in an attempt to raise their international profile, and to develop national identity. As such, many nations continue to enthusiastically compete to host these events. Despite the prestige of hosting events, South Africa has in the past been excluded from participating, let alone being considered to bid to host events of such magnitude. This was as a result of the Apartheid policy that extended into sport. After being admitted into the world of sport, it has joined the list of nations that regularly compete to bid. There are two questions that this study sets out to explore. Firstly, how did hosting of the Games market South Africa internationally? Secondly, did hosting the Games help celebrate South Africa's national identity? In trying to answer these questions, the marketing power concept has been used. Part of the proposition is that marketing power is more sought after by state elites who lack national identity. In light of this, South Africa has been used as a case study. Bidding to host the Olympic Games was no easy road for South Africa, and in the aftermath of the Bid, this study identifies the reasons why the Bid was unsuccessful. The findings suggest that South Africa's attempt to host the Games did indeed market the country internationally. However, the findings indicate that bidding to host the Games did not bolster national identity, instead it revealed that there was lack of unity. In addition there are some important lessons that can be drawn from this study.

AFRIKAANSE OPSOMMING: Hoë-profiel gebeure soos die Olimpiese Spele is een van die mees opmerklike gevolge van die globale era. Buiten dat die aantal deelnemers aan sulke gebeurtenisse dramaties togeneem het, het die eise en die kompetisie om sodanige gebeurtenisse aan te bied, toegeneem omdat state hierdeur hulself ekstern kan bemark en intern skep sulke gebeurtenisse 'n geleentheid om nasionale identiteit te bevorder. Ten spyte van die prestige wat die gasheer-staat in sulke gevalle te beurt val, is apartheid Suid- Afrika histories uitgesluit van deelname aan veral hoë profiel sport, en was die aanbieding van sulke gebeurtenisse in Suid-Afrika buite die kwessie. Namate Suid- Afrika weer 'n aanvaarde lid van die gemeenskap van nasies geword het, het Pretoria ook toenemend begin bie om hoë-profiel sportgebeurtenisse aan te bied. Hierdie studie verken twee sentrale vraagstukke. Eerstens, hoe bemark die aanbied van die Olimpiese Spele Suid-Afrika op 'n internasionale grondslag? Tweedens, help die aanbieding van sulke sportgebeure werklik om 'n gevoel van 'n nasionale identiteit onder Suid-Afrikaners aan te wakker? Ten einde die vrae te beantwoord, word in 'n hoë mate van die konsep, 'bemarkingsmag' ('marketing power') gebruik gemaak. Daar word deel geargumenteer dat bemarkingmag juis deur staatselites nagejaag word in samelewings waar nasionale identiteit gebrekkig ontwikkel is. Die Suid-Afrikaanse geval is dus by uitstek 'n toonaangewende voorbeeld van die tendens. In die studie word daar aangedui hoekom die bie proses ten einde die Olimpiese Spele aan te bied so 'n besondere komplekse uitdaging is, hoe dit deurgevoer is en waarom Suid-Afrika misluk het. Die bevindings suggereer dat motivering om die Spele aan te bied inderdaad gedryf is deur die behoefte om Suid-Afrika se bemarkingsmag uit te brei. Ten spyte hiervan, het die bie-proses ook 'n baie brose sin van nasionale identiteit ontbloot het en 'n duidelike rasse-skeidslyn in terme van populere steun vir die bie-proses. Die studie onttrek ook 'n aantal gevolgtrekkings wat vir ander bod-prosesse van waarde kan wees.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/50098
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